Her Business Playbook

How Immersive Brand Experiences Build Trust & Drive Growth with Rachel Friedman

What if your brand strategy is missing the one thing that actually builds trust? In this episode of Her Business Playbook, we sit down in New York City with Rachel Friedman, Founder and CEO of TENFOLD and TENSPACE, to explore how immersive brand experiences are redefining the way companies connect with their audiences. Rachel doesn’t just build campaigns; her team architects experiences that transform engagement into loyalty and attention into long-term growth. In this conversation, she shares:
- The founding story behind TENFOLD and what sparked its creation
- Why traditional marketing campaigns are no longer enough
- How immersive brand activations deepen customer connection and trust
- A behind-the-scenes look at a dynamic brand experience with Nature Made
- The strategic link between experiential marketing and sustainable business growth If you’re a founder, marketer, or brand leader looking to elevate your strategy, this episode will challenge how you think about engagement and show you what’s possible when brands create moments that truly resonate.
Major Subject Timestamps:
[00:00] – Quick-Fire Questions: Rachel shares her preferences on brand storytelling vs. imagery, experience-first products, and the impact of big launches.
[01:00] – Early Inspirations: How her childhood interest in design and problem-solving led to a career in strategy and branding.
[02:16] – The Leap to Entrepreneurship: Rachel discusses her transition from a workplace designer to founding two companies (TENFOLD and TENSPACE) and the need for creative control. Brand Strategy & TENSPACE Concept
[04:12] – The "Maverick" Persona: Why TENSPACE is considered a Maverick brand and the challenges of selling a concept that doesn't have traditional metrics.
[05:44] – Overcoming Obstacles: Dealing with the fear of "what if people don't get it?" and finding that consumers actually embrace the concept more easily than traditional retailers.
[07:12] – Building Trust Quickly: The necessity of earning client trust within tight 2-month activation timelines. Growth & Scalability
[09:11] – Driving Strategic Growth: Focusing on differentiation and being a "thought partner" rather than a "fast follower" to help brands win and scale.
[10:24] – Client Acquisition & Referrals: How deep relationships with existing clients and private equity firms drive organic growth. Designing Immersive Experiences
[11:34] – Must-Have Elements for Brand Experience:
[12:18]. The Experiential Hook: Creating a visually stunning "wow" moment to draw people off the street
[13:18] The Journey: Designing discoverable layers that allow for self-directed exploration.
[14:02] Philanthropy & Personalization: Incorporating social impact and giving guests a "voice" (e.g., the butterfly wall). Leadership & Future Outlook
[15:06] – CEO Lessons: The importance of leading with passion and building confidence within the team to execute new, high-risk ideas.
[16:04] – What’s Next for TENSPACE: Plans for scaling into other markets like Miami, LA, or Austin, and leveraging sports sponsorships with brands like Nature Made. Presented in partnership with the Columbus [Ohio] Chamber of Commerce, The Her Business Play podcast shares strategies from female-founded and led brands.
New episodes drop each week. If you found this content helpful in growing your personal or business brand, like this episode and subscribe to our channel.
Weekly Newsletter: Join our email list for bonus episodes and more tips from Game Changers here: https://www.herbusinessplaybook.com/join Watch episodes on YouTube here: https://www.youtube.com/@HerBusinessPlaybookPodcast Listen on Apple Podcasts here: https://podcasts.apple.com/us/podcast/her-business-playbook/id1871984872

From Champion to Coach: Katie Smith, Olympian & WNBA Champion, on Leadership, Brand, and Ohio State Women’s Basketball

What does it take to transition your personal brand while helping build a championship culture in women’s college basketball?
For part two of our interview with Katie Smith, WNBA Champion, Olympic gold medalist, and Assistant Coach for The Ohio State University Women's Basketball program, we sit down to talk about leadership, personal brand evolution, and the strategy behind building one of the most competitive programs in college basketball. 
Find part one of this interview here https://youtu.be/1U5DdZPki0g. We go behind the scenes with Katie on game day, take a tour of The Ohio State Women's Basketball practice and home-court facility, and look inside her office where she shares her most prized memorabilia and awards. 
Presented in partnership with the Columbus [Ohio] Chamber of Commerce, the Her Business Play podcast shares leadership and brand strategy for women. New episodes drop each week.
If you found this content helpful in growing your personal or business brand, comment, like this episode and subscribe to our channel.
Weekly Newsletter: Join our email list for bonus episodes and more tips from Game Changers here: https://www.herbusinessplaybook.com/join
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Listen on Apple Podcasts here: https://podcasts.apple.com/us/podcast/her-business-playbook/id1871984872.
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Family Business Succession: Passing on the Brand with Darla and Chelsea King

How do you successfully transition a family business to the next generation? In this episode of the Her Business Playbook Podcast, Darla King and Chelsea King of King Business Interiors share the story behind their company, the leadership transition from mother to daughter, and how they’ve grown their brand through strong client relationships and community engagement.
If you’re interested in family business leadership, brand growth, succession planning, and building long-term client partnerships, this conversation offers valuable insights.
Major Subject Timestamps
[00:00] - Introduction to King Business Interiors Colleen shares the origin story of how Darla King started the business in her living room after being told she had no future in leadership, eventually growing it into a multi-million dollar company.
[02:03] - Defining Personal and Professional Brands Darla and Chelsea discuss the brands that influenced them (Southwest Airlines and Trader Joe’s) and how they define their own reputations as leaders.
[08:42] - The Founder-to-Successor Handoff Chelsea reflects on her 13-year journey from designer to CEO, the pressure of filling "big shoes," and how she used coaching and meditation to lead intentionally
[09:21]. [12:09] - Community Involvement and Soft Skills The duo explains how serving on nonprofit boards and professional organizations helped them develop leadership skills like budgeting and managing tough conversations
[12:52]. [16:13] - Strategic Growth and Market Agility Darla recounts the early days of "betting the house" and how the company survived the 2008 recession and the COVID-19 pandemic by shifting focus to government contracts and healthcare
[21:09]. [24:05] - Trends in the Modern Workplace Chelsea discusses the post-pandemic focus on "human performance" and how place impacts organizational culture
[24:42]. [26:02] - Innovation: 3D Visualization and Live Design A look at how King Business Interiors uses technology to co-create spaces with clients in real-time, significantly speeding up the decision-making process.
[31:02] - The "Zero Punch List" Philosophy The Kings explain their commitment to customer service, sharing a story about winning a major account by being the only competitor willing to listen and adjust to employee feedback
[31:13]. [44:29] - Navigating Family Dynamics in Business Darla and Chelsea share their "playbook" for separating "mom advice" from "CEO coaching" and how they use the EOS (Entrepreneurial Operating System) to maintain professional accountability
[47:15]. [52:05] - Professional Fumbles and Lessons Learned A candid discussion about business risks, including a humorous story about a $1,000 "handicap bus" that didn't quite work out as planned but served as a valuable learning experience
[54:21]. [56:55] - The Future of King Business Interiors Final thoughts on the growth of Columbus, Ohio, and how the company is preparing for the next generation of office design
[59:22]. Like this video and subscribe for more leadership and brand strategy conversations from Her Business Playbook.
#business #leadership #successionplanning #brand #herbusinessplaybook
Presented in partnership with the Columbus [Ohio] Chamber of Commerce, The Her Business Play podcast shares leadership and brand strategy for women. New episodes drop each week. If you found this content helpful in growing your personal or business brand, like this episode and subscribe to our channel.
Weekly Newsletter:
Join our email list for bonus episodes and more tips from Game Changers here: https://www.herbusinessplaybook.com/join
Watch episodes on YouTube here:    / @herbusinessplaybookpodcast  
Listen on Apple Podcasts here: https://podcasts.apple.com/us/podcast... Follow on social: LinkedIn: https://www.linkedin.com/company/herb... Instagram:   / herbusinessplaybook  

The Making of the Her Business Playbook Podcast Brand with Creative Director Kylie Lovsey

This episode spotlights our creative director, who understands that branding isn't just about looking good; it’s about attracting the right attention and building a reputation that lasts.
Meet Kylie Lovsey, Creative Director of Her Business Playbook, brand design extraordinaire, and professional hype woman for brands done right. With over a decade of experience shaping brands across industries, she led the podcast's strategic branding. She is deeply passionate about great design and even more about helping women win. On the pod, this shows up as practical, strategic advice, helping women create brands that feel aligned, intentional, and bold enough to take up space unapologetically.
Visit Kylie's website to view her work: https://kylielovsey.com/ 
Check Kylie out on Instagram: https://www.instagram.com/kylielovsey/?hl=en 
Presented in partnership with the Columbus Chamber of Commerce, the Her Business Play Podcast shares strategies from female-founded and led brands. New episodes drop each week. Presented by the Columbus Chamber of Commerce.
Weekly Newsletter: Learn more and join our email list for bonus episodes and more tips from Game Changers here: https://www.herbusinessplaybook.com/join  
Watch episodes on YouTube here: https://www.youtube.com/@HerBusinessPlaybookPodcast 
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Positioning Your Brand in the Power of "WE" with Sue Jablonski

This week we spotlight a leader who understands that brand is never accidental, it’s engineered with clarity, consistency, and collective ownership. Sue Jablonski, recently retired CMO of OhioHealth, built one of the country’s most trusted healthcare brands by being intentional about positioning: defining who the organization serves, what it stands for, and how it shows up every single day.
When associates are equipped, empowered, and aligned, they become authentic brand ambassadors who carry the promise forward in every patient interaction and community touchpoint. The result isn’t just stronger messaging, it’s the visible power of “WE” in action, where culture and brand move as one.
The Her Business Play Podcast shares strategies from female-founded and led brands. New episodes drop on Tuesdays. Presented by the Columbus Chamber of Commerce.
Weekly Newsletter: Learn more and join our email list for bonus episodes and more tips from Game Changers here: Subscribe | Her Business Playbook Podcast
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WELD: A Power Network for Personal Brand Growth

For the first time in a decade, a McKinsey & Company Women in the Workplace 2025 Report reflects a shift in leadership sentiment: women are expressing less interest in being promoted than men. This is not due to a lack of capability, but rather a reaction to high levels of burnout (60% for senior-level women) and a perceived lack of support. 
The same struggles women faced yesterday in growing their personal brands as leaders are still holding us back today. In this episode of Her Business Playbook, we sit down with Barb Smoot, CEO, and Deepa Keller, COO, to explore how Women for Economic and Leadership Development (WELD) is moving the needle by helping women grow their personal brands as leaders by creating real pathways for influence, growth, and opportunity through chapters spread across 16 states.
You’ll discover:
- How WELD is helping women break through barriers through a power network that includes male advocates, corporate partners, volunteers, and paid staff
- Strategies to grow leadership and influence while juggling it all
- Insights into how Barb and Deepa balance leading a mission-driven organization with self-care
WELD isn’t just about networking. It’s about collective action, intentional development, and creating measurable impact for women leaders.
Connect with our guests:
Learn more about WELD: www.weldus.org
Follow Barb Smoot: Barbara Smoot | LinkedIn 
Follow Deepa Keller: Deepa Kellar | LinkedIn
 
The Her Business Play Podcast shares strategies from female-founded and led brands. New episodes drop on Tuesdays. Presented by the Columbus Chamber of Commerce.
Weekly Newsletter: Learn more and join our email list for bonus episodes and more tips from Game Changers here: https://www.herbusinessplaybook.com/ 
Watch episodes on YouTube here: https://www.youtube.com/@HerBusinessPlaybookPodcast 
Listen on Apple Podcasts here: https://podcasts.apple.com/us/podcast/her-business-playbook/id1871984872 
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Brand Leadership Starts with Team with Lori Abshire, AVP Brand Experience and Content Strategy, OSU Wexner Medical Center

Most brand marketing leaders focus on the customer. The best ones start with their team.
In this episode of the Her Business Playbook podcast, Lori Abshire, AVP of Brand & Content Strategy at The Ohio State University Wexner Medical Center, shares what it really takes to lead high-performing teams while stewarding a complex, mission-driven brand.
Lori unpacks 1) Why the voices of staff matter just as much as the voices of customers 2) How psychological safety fuels better ideas and stronger outcomes 3) The art of timing when delivering feedback and 4) The influence of her mother on her work ethic and resilience.
If you care about building cultures where people and brands thrive together, this conversation is worth your time.
[00:00] – Introduction to Lori Abshire Introduction of the guest and an overview of her background in brand strategy and leadership development.
[03:15] – Defining Brand Leadership Lori explains why "brand" starts from the inside out. She discusses the misconception that branding is purely visual and emphasizes that leadership behavior dictates brand perception.
[08:45] – The Internal Culture Connection A deep dive into how employee engagement directly impacts customer experience. Lori shares why a disconnected team is the biggest threat to a company’s reputation.
[14:30] – Hiring for Brand Alignment Strategies for identifying talent that fits your brand’s core values. Lori discusses looking beyond technical skills to find "culture adds" rather than just "culture fits."
[21:10] – Building Trust and Ownership How leaders can step back to let their teams lead. Lori talks about the "ownership mindset" and how to empower employees to make decisions that reflect the brand's promise.
[28:40] – Navigating Growth and Scaling The challenges of maintaining a cohesive brand identity as a company grows. Lori provides tips on keeping the "soul" of the business intact during rapid expansion.
[35:20] – Common Leadership Pitfalls Lori highlights the most frequent mistakes leaders make when trying to build a brand, including lack of transparency and "top-down" communication failures.
[42:15] – Actionable Steps for Today Lori provides three immediate actions leaders can take to improve team alignment and strengthen their brand leadership today.
[48:00] – Closing Thoughts and Where to Find Lori Final takeaways from the episode and information on how to connect with Lori Abshire and her work.
 
The Her Business Play Podcast shares strategies from female-founded and led brands. New episodes drop on Tuesdays. Presented by the Columbus Chamber of Commerce.
Weekly Newsletter: Learn more and join our email list for bonus episodes and more tips from Game Changers here: https://www.herbusinessplaybook.com/ 
Watch episodes on YouTube here: https://www.youtube.com/@HerBusinessPlaybookPodcast 
Listen on Apple Podcasts here: https://podcasts.apple.com/us/podcast/her-business-playbook/id1871984872 
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Building a Brand From Nothing Through Community and Hospitality with Lisa Gutierrez, CEO, Dos Hermanos

Community First: Data-driven, not data-bound.
In this new Her Business Playbook interview, Lisa Gutierrez, CEO of Dos Hermanos, teaches how the strongest brands grow by pairing insight with instinct, and by staying deeply rooted in the communities they serve.
Lisa breaks down how Dos Hermanos has become one of the fastest growing inner city-based businesses in the U.S.by 1) Letting data guide the what 2) Letting values guide the how and 3) Investing deeply in community as a place to gather, connect, and belong.
The strongest brands don’t just serve customers, they serve people.
Episode Topic Markers:
[00:44] Introduction of Lisa Gutierrez
[01:46] Early Influences and Personal Branding
[04:47] The Founding Leap of Faith
[08:04] The Turning Point (Service vs. Profit)
[11:21] Brand Persona and "Growing with Soul" [16:44] Modern Marketing and Digital Presence.
[20:56] Team Dynamics and Leadership:
[25:13] Being Data-Driven but Not Data-Bound
[30:46] Fumbles and Recoveries:
[33:57] Future Outlook and Legacy
The Her Business Play Podcast shares strategies from female-founded and led brands. New episodes drop on Tuesdays. Presented by the Columbus Chamber of Commerce.
Weekly Newsletter: Learn more and join our email list for bonus episodes and more tips from Game Changers here: https://www.herbusinessplaybook.com/ 
Watch episodes on YouTube here: https://www.youtube.com/@HerBusinessPlaybookPodcast 
Listen on Apple Podcasts here: https://podcasts.apple.com/us/podcast/her-business-playbook/id1871984872 
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How to Create Memorable Brand Moments with Lisa Ingram, CEO and Board Chair of White Castle

Lisa Ingram, CEO & Board Chair of White Castle, the world’s first fast food hamburger chain, provides a “masterclass” on how to create memorable moments to scale a brand with impact. She emphasizes the importance of getting on the same page with your CEO, using a checklist to test and evaluate unique ideas, and getting loyal customers involved in the process. This episode is perfect for: Founders, corporate leaders, and brand builders looking to scale smart. Listeners will hear Lisa discuss: How to scale a business without losing brand authenticity; The role of memorable brand moments in driving loyalty and growth; Leading with values in a multi-generational, family-owned organization; Navigating leadership as a woman at the helm of a nationally recognized brand; and Insights into Lisa's morning routine and biggest pet peeves.
Watch the episode on YouTube here
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New episodes of Her Business Playbook drops each Tuesday. Be sure to follow us so you never miss an episode!
Presenting sponsor: Columbus [Ohio] Chamber of Commerce
#HerBusinessPlaybook #Leadership #BrandStrategy #WomenInBusiness #WhiteCastle

Announcing the Her Business Playbook Podcast

Her Business Playbook shares strategies for growing winning brands.
Guest interviews showcase Game Changers, entrepreneurs, corporate leaders and coaches, who discuss career journeys, the X's and O's of brand marketing and leadership tips to help you make bold moves with purpose, creativity and consistency. Each episode covers the wins, the losses, the pivots, the fumbles and the recoveries that make brand marketing both challenging and worth it. If you're growing or reinventing a personal or enterprise brand, this is your place to get connected, informed and inspired!
Listen and watch the full episodes now by visiting Her Business Playbook on YouTube.
Listen to the Her Business Playbook on Apple Podcasts https://lnkd.in/gjyzTW4Q
Visit herbusinessplaybook.com to view episodes and learn more about the Playbook.
#herbusinessplaybook #brand #podcasts